Illustration of man looking at tablet with Extensis HR logo on it, a shot as an example of explainer video best practices
11 August 2023 Video production tips and best practices

Mastering the Art of the Explainer Video: Best Practices

Discover the keys to crafting compelling explainer videos with our detailed guide, packed with tips and insights to make your content unforgettable.

An explainer video isn't just another checkbox on your marketing list. Done right, it's a compelling storyteller, condensing complex ideas into digestible snippets. It boosts brand engagement, with Insivia reporting viewers retain 95% of a message when watching a video compared to 10% when reading it in text.

So, need to make your video pop? Here are the top best practices to follow.

1. Start with a Bang!

You've got 8-10 seconds to grab your viewer’s attention. Why? According to a study by Microsoft, the average human attention span is only 8 seconds, even shorter than a goldfish’s! Dive straight into a pain point or a quirky narrative. Don't dawdle; make them sit up and take notice.

2. Keep it Crisp

Short and sweet's the game. Wistia's research shows that videos up to 2 minutes long get tons of engagement. Past that? Viewer drop-off is sharp. Stick to 60-90 seconds for an explainer video, keeping your content concise.

3. Know Your Audience Inside Out

It's not about what you want to say; it's about what they need to hear. Speak directly to your audience's pain points, and how your product or service provides a solution.

4. Speak Plain English

Avoid jargon. Even if you're in a tech niche, your aim's to inform and engage, not overwhelm and confuse. Keep language simple, relatable and easy to understand.

5. Show, Don’t Tell

Remember, a video's power lies in its visuals. Use strong, clear imagery to support your message. A study by Forrester Research revealed that one minute of video is worth 1.8 million words. Capitalise on that!

6. High-Quality Production Matters

Nobody likes grainy images or tinny sound. Your video reflects your brand. Ensure you use clear visuals, crisp audio, and smooth animations. If budget is a constraint, there are excellent online tools that offer professional quality without breaking the bank.

7. Consistency with Branding

Your video should scream you. Use brand colours, logos, and any other element synonymous with your company. It's not just about the message, it’s about building brand recall too.

8. Use Emotion

Stories evoke emotions. Whether it's humour, nostalgia, or even a tinge of sadness – emotional narratives are memorable. They create connections, and as per a study by the Journal of Marketing Research, they boost the shareability of content.

9. End with a Bang as Well: Call-to-Action

So, they've watched your video. Now what? Guide them with a clear CTA. Whether it's visiting your website, downloading an app, or just sharing the video – spell it out.

10. Measure and Optimize

No, your job's not done after hitting 'publish'. Track viewer engagement, see where they drop off, gather feedback, and iterate. It's about creating better content each time.

11. Spread the Word

Promote your video across all channels – your website, social media platforms, email campaigns. Use SEO best practices to make it discoverable. After all, what's the use of a killer video if it's buried deep in the recesses of the web?

In wrapping up, remember this: A stellar explainer video isn't about grand visuals or a fancy script. It's about resonating with your audience. It's about telling a story they want to hear, and telling it well. Dive in, get started, and let your brand's voice shine.

Emily Malone

Written by Emily Malone Marketing Manager for Venture — a full-service video production agency that specialises in producing creative videos & campaigns that get real results.

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